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	<title>perspectives.</title>
	<link>http://perspectives.phdus.com</link>
	<description>pioneering from phd</description>
	<lastBuildDate>Wed, 20 Aug 2008 14:01:02 +0000</lastBuildDate>
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		<title>Is it right under our nose?</title>
		<description><![CDATA[Marketers constantly ask their customers what they want/need from their products and services.  They run focus groups, do usability studies, hire design experts, scour data for product-use trends, etc., etc.
So why don&#8217;t they ever ask customers what they want/need from marketing communications?  (and I don&#8217;t mean the standard &#8220;how can we communicate with [...]]]></description>
		<link>http://perspectives.phdus.com/2008/07/28/is-it-right-under-our-noses/</link>
			</item>
	<item>
		<title>PHD Sustain Update - May 1, 2008</title>
		<description><![CDATA[
Good day to all!
So it is sad that Earth Week is now behind us, and all the trivia prizes have been won and distributed, but that fact just makes it more important for us at PHD Sustain to double down and keep the momentum going.  Read on for an update on that.
Announcement:
Keurig/Green Mountain Coffee [...]]]></description>
		<link>http://perspectives.phdus.com/2008/05/01/phd-sustain-update-may-1-2008/</link>
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		<title>PHD Sustain Update - April 21, 2008</title>
		<description><![CDATA[
Well, happy Earth Week to one and all!  Yes, it is true that our excitement over our sustain initiative cannot be contained in just one 24 hour period&#8230;no single Earth Day for us.
Starting tomorrow, April 22nd on the official Earth Day celebration, get ready for GREEN TRIVIAL PURSUIT.  Periodically throughout the day and [...]]]></description>
		<link>http://perspectives.phdus.com/2008/04/21/phd-sustain-update-april-21-2008/</link>
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		<title>PHD Sustain Weekly Newsletter - April 7, 2008</title>
		<description><![CDATA[ 
After a weekend communing with nature (ok&#8230;a Saturday afternoon, but the sentiment remains!), I returned to the office today with a renewed sense of purpose in our sustain campaign and appreciation for what this state of ours has to offer outside the confines of the city.     The planet we live on is truly awe-inspiring.
Speaking of our [...]]]></description>
		<link>http://perspectives.phdus.com/2008/04/07/phd-sustain-weekly-newsletter-april-7-2008/</link>
			</item>
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		<title>PHD Sustain - Weekly Update - March 31, 2008</title>
		<description><![CDATA[ 
Welcome to the first edition of the PHD SUSTAIN weekly update!

Our promise to you, our readers, is a regular, easily digestible (read: short!) summary of the progress being made in the “greening” of our workplace and further in our work with the development of PHD’s proprietary Environmental Media Sustainability Index and green media planning [...]]]></description>
		<link>http://perspectives.phdus.com/2008/04/01/phd-sustain-weekly-update-march-31-2008/</link>
			</item>
	<item>
		<title>Introducing PHD Sustain</title>
		<description><![CDATA[
I’m happy to announce a new initiative called PHD Sustain that I and the Green Team at PHD have been working for the last ten months.  The project has finally taken off so I can now share it with all of you.
PHD Sustain is our agency’s commitment to our people, our clients and our [...]]]></description>
		<link>http://perspectives.phdus.com/2008/03/25/introducing-phd-sustain/</link>
			</item>
	<item>
		<title>You don’t know what you’ve got ‘till it’s gone</title>
		<description><![CDATA[It was sent around the office in a flash.  With lines like: “OMG!  I love it!  Let’s get some cosmos!” it could only mean one thing: an extended trailer for the new Sex in the City movie has hit the web.
&#160;
HBO (a PHD client) and its sister company, New Line Cinema, both have a history [...]]]></description>
		<link>http://perspectives.phdus.com/2008/02/27/you-don%e2%80%99t-know-what-you%e2%80%99ve-got-%e2%80%98till-it%e2%80%99s-gone/</link>
			</item>
	<item>
		<title>PHD &#8216;Inspiration Sessions&#8217; and White Papers Without The Paper</title>
		<description><![CDATA[One role the Strategic Planning Group @ PHD is happy to play in the life of the agency is to provoke critical thought (media-based or otherwise).  When such attempts resonate, they can inspire news ways of looking at targeting, behavior, communications, etc.  To this end, we&#8217;ve been offering a monthly respite from the [...]]]></description>
		<link>http://perspectives.phdus.com/2008/02/26/phd-inspiration-sessions-and-white-papers-without-the-paper/</link>
			</item>
	<item>
		<title>Dabbawala: serving up ads with a side of saag paneer</title>
		<description><![CDATA[Here&#8217;s a very cool read and an interesting case for the power of word of mouth, creative channel and partnership selection, as well as a stellar example of Connect strategy. That and there’s a whole lotta love for the co-op model and its ability to breed powerful and effective brand communications. That is, from the [...]]]></description>
		<link>http://perspectives.phdus.com/2008/02/11/dabbawala-all-wrapped-up-with-a-side-of-saag-paneer/</link>
			</item>
	<item>
		<title>Once upon a media plan.</title>
		<description><![CDATA[After years of experience and time spent collecting input from his friends and colleagues, filmmaker Peter Gruber shares what he has identified as the four truths of being a good storyteller. What he presents is very applicable to our work at PHD. Afterall, we have ‘audiences’ just as businessmen have customers and filmmaker’s have ticket [...]]]></description>
		<link>http://perspectives.phdus.com/2008/02/05/once-upon-a-media-plan/</link>
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